City University of Hong Kong

Course Syllabus

offered by Department of Media and Communication

with effect from Semester B 2021/22

Part I Course Overview

Integrated Strategic Communication

Course Title:

Course Code: COM3408

Course Duration: One semester

Credit Units: 3

Level: B3
Arts and Humanities
Study of Societies, Social and Business Organisations
Proposed Area:
(for GE courses only) Science and Technology

Medium of English
Instruction: [For practicum component: English and Chinese]

Medium of
Assessment: English

Prerequisites:
(Course Code and Title) None

Precursors:
(Course Code and Title) None

Equivalent Courses:
(Course Code and Title) EN4506 Integrated Strategic Communication

Exclusive Courses:
(Course Code and Title) None

Course Syllabus
1
COM3408
 Part II Course Details

1. Abstract
(A 150-word description about the course)

This course aims to train students on the practical strategies and tactics of integrated strategic
communication by examining and applying major communication concepts to the planning,
designing, and executing of effective communication campaigns. It aims to enable the students
to cope with the ongoing marketization of communication industries and to become
forward-thinking professionals. Integrated strategic communication: interpersonal
communication; communicative competence; organizational and audience awareness; audience
interaction and principles and application of good business practices.

2. Course Intended Learning Outcomes (CILOs)

(CILOs state what the student is expected to be able to do at the end of the course according to a given standard of
performance.)

No. CILOs# Weighting* Discovery-enriche

(if d curriculum
applicable) related learning
outcomes
(please tick where
appropriate)
A1 A2 A3
1. Discover and analyze strong and weak strategic √
communication skill applied in a campaign
2. Analyze and compare the effectiveness of the √ √
communication messages using real-life campaigns or
case studies
3. Create innovative strategic campaign that is up to √ √ √
professional standards
4. Discover and evaluate the role and value of sales √
promotion, advertising and PR models
* If weighting is assigned to CILOs, they should add up to 100%
100%.
#
Please specify the alignment of CILOs to the Gateway Education Programme Intended Learning outcomes
(PILOs) in Section A of Annex.

A1: Attitude
Develop an attitude of discovery/innovation/creativity, as demonstrated by students possessing a strong
sense of curiosity, asking questions actively, challenging assumptions or engaging in inquiry together with
teachers.
A2: Ability
Develop the ability/skill needed to discover/innovate/create, as demonstrated by students possessing
critical thinking skills to assess ideas, acquiring research skills, synthesizing knowledge across disciplines
or applying academic knowledge to self-life problems.
A3: Accomplishments
Demonstrate accomplishment of discovery/innovation/creativity through producing /constructing creative
works/new artefacts, effective solutions to real-life problems or new processes.

Course Syllabus
2
COM3408
 3. Teaching and Learning Activities (TLAs)
(TLAs designed to facilitate students’ achievement of the CILOs.)
TLA Brief Description CILO No. Hours/week
(if applicable)
1 2 3 4
Lectures Discover and analyze the ✓ Throughout the
literature and case studies class
Assignment Discover and analyze concepts ✓ ✓ ✓ Throughout the
and practices in relation to HK class
Project Create innovative strategic ✓ ✓ ✓ ✓ Throughout the
campaigns matching with
class
professional standards
Lectures and Analyzing and evaluating the ✓ ✓ ✓ Throughout the
concepts, theories and practices
exercises class
covered in the lectures

4. Assessment Tasks/Activities (ATs)

(ATs are designed to assess how well the students achieve the CILOs.)

Assessment Tasks/Activities CILO No. Weighting* Remarks

1 2 3 4
Continuous Assessment: _ 100__%
Case sharing: ✓ ✓ ✓
Analyze a real case study using the theory 30%
discussed
Final Group project: ✓ ✓ ✓
Create an innovated communication
campaign of an existing brand.

50%
Exercise: ✓ ✓ ✓ ✓
Assess students’ ability to analyze the
20%
theories and concepts learned during the
lectures.
Examination: __ 0__% (duration: hours , if applicable)
* The weightings should add up to 100%. 100%

Course Syllabus
3
COM3408
5. Assessment Rubrics
(Grading of student achievements is based on student performance in assessment tasks/activities with the following
rubrics.)
Assessment CriterionExcellent Good Fair Marginal Failure
Task (A+, A, A-) (B+, B, B-) (C+, C, C-) (D) (F)
1. Analyze and Ability to Work Work Work Work Work that has
share current analyse and involved involved involved involved no logic or
case critique an profound adequate acceptable clear unclear.
existing case insights, analyses, analyses, and presentation
adequate clear/logical clear
analyses, arguments, presentation.
clear/logical and good
arguments, presentation.
and good
presentation.
2. Create Ability to Work Work Work Work Work that
innovative produce an involved involved, involved, involved, has no logic
communication innovative innovative original original original or unclear.
campaign final communication ideas, thoughts, thoughts, thoughts,
project campaign creativity, practical and adequate clear/logical
original feasible, analyses, arguments,
thoughts, adequate clear/logical and good
practical and analyses, arguments, presentation.
feasible, clear/logical and good
adequate arguments, presentation.
analyses, and good
clear/logical presentation.
arguments,
and good
presentation.
3. Assess the Assess the Work that Work that Work that Work that Work that
learning ability of the demonstrates demonstrates demonstrates demonstrates demonstrates
ability via students to full good adequate minimal little
class exercise apply the skills understanding understanding understanding understanding understanding
learnt via class of the of the of the of the of the
exercise concepts and concepts and concepts and concepts and concepts and
theories theories theories theories theories
covered in the covered in the covered in the covered in the covered in the
class. class class. class. class.

Part III Other Information (more details can be provided separately in the teaching plan)

1. Keyword Syllabus
(An indication of the key topics of the course.)

Emotion in advertising; Shock advertising; Strong and weak theories of advertising; Media planning
and scheduling; Value of sales promotions; Crisis management; Types of sponsorships; Product
placement.

Course Syllabus 4
COM3408
2. Reading List
2.1 Compulsory Readings
(Compulsory readings can include books, book chapters, or journal/magazine articles. There are also collections of
e-books, e-journals available from the CityU Library.)

Integrated Advertising, Promotion and Marketing Communications, Clow, K., and Baack,
D., 6th Edition, ISBN: 9780133131017

2.2 Additional Readings

(Additional references for students to learn to expand their knowledge about the subject.)

Kleppner's Advertising Procedure, Lane, King & Russell, 17th International edition,
ISBN: 0135126479
Principles of Marketing, Kotler, P. and Armstrong, G., 12th edition

Course Syllabus 5
COM3408